NEW DELHI: With the 50-km IT Corridor in Chennai, extending from Adyar in the heart of the city to Mahabalipuram, taking a vantage position on the Chennai outdoor landscape, leading brands are competing to position themselves on the high visibility properties along the stretch. The SSI Group, a leading OOH player in the Chennai market, has taken a big leap in this direction, having bagged the rights on traffic islands and railway overbridges, while its associate firm Metro Multimedia holds the rights on 100 bqs along the corridor.

The SSI Group, which had won the maintenance, beautification and advertising rights on five traffic islands on this stretch at key places, has signed up Vodafone for the branding of these properties. D Muralidharan, managing director, SSI Group, told network2media that Vodafone has entered into 6-month contract for branding the displays on the traffic islands, beginning August 1.

Vodafone gets to brand 30 small boards on the grills that circumscribe each of the five traffic islands, as well as three larger boards set up inside the islands.

network2media has reported earlier that this IT corridor has a high concentration of IT firms that would potentially employ over 10 lakh professionals. Besides, a large number of professional colleges have come up along the corridor. Hence, OOH properties on this stretch will serve as compelling opportunities for brands seeking to connect with the high income segment.

The SSI Group had won the rights from Tamil Nadu Road Development Company Ltd (TNRDC) on a first-cum-first-serve basis.

 

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